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1 How to Put Your Marketing on Autopilot with Autoresponder 2014 Copyright Constant Contact, Inc Helping Small Business Do More Business

2 AUTO R E S P O N DE R G U I DE Imagine if you could set up a simple marketing system that allowed you to capture and nurture leads for your business or nonprofit. Now imagine if you could set up this system once and know that it s continually working for your business or nonprofit while you focus your energies on other aspects that are important for your continued growth. Autoresponder makes it possible. With Autoresponder you can increase engagement with your contacts by delivering personalized, timely, and relevant messages best of all, once set up, it all happens on autopilot. Set it once and forget it. Marketing your business or nonprofit to new and existing contacts just got a lot easier. HERE S WHAT WE LL LOOK AT IN THIS GUIDE: Understanding Autoresponder... 3 A smart approach for your autoresponder series... 4 Autoresponder ideas to get you started... 6 How to Put Your Marketing on Autopilot with Autoresponder 2

3 Autoresponder Part 1: Understanding Autoresponder What is Autoresponder? With Autoresponder you can create a series of personalized, automated s that are sent to a contact, in the order and frequency you decide, after they are added to a list by you or through a sign-up form. Why use Autoresponder? Autoresponder allows you to create the same great experience for your first subscriber and your 10,000th subscriber. This makes an autoresponder the perfect tool for getting your core messages in front of the individuals within specific groups of contacts. You choose the content, the order, and the frequency of the messages your contacts receive. For example, you can create an autoresponder series designed to turn prospects into customers, customers into repeat buyers, and to address frequently asked questions from other groups of contacts such as donors and volunteers. Best of all, once set up, an autoresponder series works on autopilot so you can focus on other areas of your business. Why would I want to send automated messages? Isn t that impersonal? Autoresponder actually allows you to be more personal. This is because you ll be crafting messages that speak to the individual contacts within specific groups of your contacts. Each and every contact will go through the same great experience you create for them whether they signup to your autoresponder series today or next month. This means each contact gets the right message at the right time. You ll be able to focus on the information you need to share with each group rather than the more general messages that you have to create to speak to all of your contacts at once. In fact, a great autoresponder series won t feel impersonal at all. Instead, it feels personal, relevant, and timely to the reader. Autoresponder allows you to do more Overall, Autoresponder allows you to solve problems for your audience and allows them get to know, like, and trust you while you paint a picture of what life will look like with your help. You can also address and overcome objections, outline the features and benefits of your product or solution, and ultimately create intense desire for what you have to offer. Sound good? Then let s get started. How to Put Your Marketing on Autopilot with Autoresponder 3

4 Part 2: A Smart Approach for Autoresponder Once you ve attracted the attention of a prospect or customer, i.e. they ve visited your website or store, attended an event, or expressed interest in your cause, an autoresponder series allows you to capture that attention so you re able to continue the conversation with the new contact. This conversation allows the contact to get to know, like, and trust you. In the end, this process allows you to make an offer of your products and services or make an ask that furthers the cause for your nonprofit. You ll likely see more people take action on these s because they ll be more invested because of the relationship that s developed. So, what kind of content do you need for your autoresponder series? Above all else you ll want the content in your autoresponder series to be useful. Your reader should look forward to receiving every in your series. This happens when they know they ll be rewarded for taking a moment out of their day to read your message. Think in terms of useful tips, creative ideas, or strategies that help the reader solve a problem. The exact content you ll use depends on the needs of the individual contacts within the group you re ing. Here are some examples: - For prospects, you may focus on content that shows them how working with you or using your product will make their life better; - For customers, you may focus on how they can get the most from your product or service; perhaps you want to show potential volunteers how fulfilling it is to work with your nonprofit, or how contributions from donors make a real difference in the community you serve. The good news is you can create multiple autoresponder series for the people in whatever group of contacts you re trying to reach. What content is most effective for an autoresponder series? A simple approach involves taking a traditional list and delivering it one tip at a time through your autoresponder series. Some examples: - 7 Little Known Secrets Every Consultant Should Know About Social Media - 7 Ways to Decorate Your Home (Without Breaking the Bank) - 5 Ways to Help Your Community Without Spending a Dime. The key to an effective autoresponder series comes down to understanding your audience: What do they want to know? What do they need to know? What are their needs, problems, and challenges? Use the questions above to help you decide the information, the number of s you ll need to include, and the frequency with which you ll send those s in your autoresponder series to the individuals in the group of contacts you re speaking with. Autoresponder Content YOGA STUDIO WELCOME How to Put Your Marketing on Autopilot with Autoresponder 4

5 AUTORESPONDER PLANNING WORKSHEET Use the worksheet below to help you organize and create your autoresponder series. 1 2 Who is the audience? (Prospects? Customers? Event registrants? Etc.) What does the contact need to know at this stage in the relationship? (Make a list of what they want to know, what they need to know, and their needs, problems, and challenges.) 1 AUDIENCE: 3 Use Autoresponder to create an automated that offers helpful content addressing each list item you created above. (Keep these s to the point and focused on one topic.) 4 Decide on a frequency for your messages. (In the beginning you ll want your messages to be a bit more frequent than your regularly scheduled newsletter, because that s when their interest will be highest. When in doubt once a week is a good rule of thumb.) 5 Include an offer or call to action. What is the action you ultimately want the contact to take? (Buy something? Contact you?) Don t forget to make an offer at some point in your autoresponder series. Save the offer or call to action until you ve sent at least two messages with helpful content. A note about the maintenance of your autoresponder series When creating your autoresponder series, you ll want to be aware of any time specific content you include. If it s an autoresponder series you plan on continually using, it s best to stick with timeless content that will be the same today or a year from today. Be sure to review your messages and make any necessary updates How to Put Your Marketing on Autopilot with Autoresponder 5

6 Part 3: Autoresponder Ideas to Get You Started Remember, Autoresponder allows you to create a series of personalized, automated s that are sent to a contact after they are added to a list by you or through a sign-up form. Here are some Autoresponder ideas to give you some inspiration. Prospects YOGA STUDIO JOIN Discounts Testimonials Join (EXAMPLE) THE YOGA STUDIO (EXAMPLE WORKSHEET) The yoga studio uses three autoresponder series to communicate with mutiple groups of contacts: 1. NEW STUDENTS 1. New students - The first in this autoresponder series welcomes new students to the studio and provides logistical information such as hours, locations, and who to contact with questions. Another includes information about special programs offered to new students. A third includes a full class schedule along with details about the classes and the instructors. 1 8 Welcome Message Hours/Locations Contact Information Special Programs for Newcomers Deal: 10% Off Sign Up for a Class Sign Up for a Discounted Class 14 Full Class Schedule Class Details Instructors Backgrounds Sign Up for a Series of Classes How to Put Your Marketing on Autopilot with Autoresponder 6

7 (EXAMPLE) THE YOGA STUDIO (EXAMPLE WORKSHEETS) 2. LOYAL CUSTOMERS 2. Loyal customers - This autoresponder series includes s with tips designed to help the student master individual poses, s that provide nutritious recipes, and others with information about applying class learnings to deal with everyday stress. 20 Learn How to Master Individual Poses Sign Up for the Advanced Class 30 Recipes to Complement your Workout Sign Up to Meet with the In-house Nutritionist 40 Stress Less - Excerises to Reduce Stress Sign Up for this Unique Program 3. Prospects - This series includes information regarding the benefits of yoga, testimonials from students at varying levels, and a special discount coupon for new students. 3. PROSPECTS 4 The Benefits of Yoga Drop in for a Free Class 10 A Beginner s Story Sign Up for Our Specials 17 Become a New Student - 10% Off Sign Up for the Discount How to Put Your Marketing on Autopilot with Autoresponder 7

8 (EXAMPLE) THE MARKETING CONSULTANT (EXAMPLE WORKSHEETS) Here s how the marketing consultant uses Autoresponder: 2. CURRENT CLIENT 1. Prospects - Contacts on the prospect list receive a series of s that detail the core strategies they could use to improve their marketing. Later in the series, the prospect receives an revealing how the consultant can execute strategies to help the prospect reach their goals. There are also case studies about previous projects the consultant has worked on. 2. Current clients - This autoresponder series keeps current clients up to date on new and existing services that would benefit the client in the next stage of their business. 3. New services - The consultant invites customers and prospects to sign up for educational content that provides details on a current problem they may be experiencing and the new service the consultant is designing to help (Guide) Learn the Basics for Selling New Services Designed for You Taking Your Business to the Next Level Download the Guide Schedule a Meeting Register for the Training Session 1. PROSPECTS 3. NEW SERVICES 8 5 Basic Strategies to Better Marketing Set Up a Free Consultation 10 New Service: Social Media - How to Use It Sign Up for the Session 15 Put Your Marketing Skills to use to Reach Your Goals Attend a Free Skills Workshop 20 New Service: Closing the Deal Schedule a Session 22 Two Case Studies to Learn From Check Out our Webinars to Learn More 30 New Sevice: Expertise in Marketing on The Web Register for the Training Session How to Put Your Marketing on Autopilot with Autoresponder 8

9 (EXAMPLE) THE NONPROFIT (EXAMPLE WORKSHEETS) Here s how the nonprofit uses Autoresponder: 2. DONORS 1. Volunteers - Volunteers receive a series of s that introduce members of the nonprofit s volunteer community and shares their favorite volunteer projects, as well as information on the impact volunteers have on the success of the cause. 2. Donors - Donors receive s detailing the history of the organization, its members, board, and impact on the community. They also receive opportunities to contribute. 2 8 The History of Our Cause Meet the Board Members Download the Overview Check Out Impact of Donors 3. Event specific - Once people have registered for the organization s event, registrants receive short messages that build excitement and provide timely information about the event. 15 Donating Opportunities Choose your Cause 1. VOLUNTEERS 3. EVENT SPECIFIC 3 Welcome to the Community! Learn More About Event Opportunities 1 The Agenda is Growing! Visit the Website to See Updates 10 Recent Volunteer Projects Check Out Our Volunteer Projects 4 Speaker and Sponsor List Read Speaker Bios 20 Impact of Our Volunteers Read Their Stories 7 How to Prepare for an Event Download the Checklist How to Put Your Marketing on Autopilot with Autoresponder 9

10 AUTO R E S P O N DE R G U I DE How Will You Use Autoresponder? As you can see, Autoresponder makes it easy for you to schedule automated s to engage new and existing contacts. These automated s allow you to increase engagement with your contacts by delivering personalized, timely, and relevant messages. Once an autoresponder series is created you ll be able to eliminate parts of your manual campaign management, giving you more time to focus on other areas of your business. What are you waiting for? Use this guide to get started with Autoresponder today. Log in to get started with Autoresponder. Get additional resources for Autoresponder. How to Put Your Marketing on Autopilot with Autoresponder 10

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